Miss Soleil

BIC SHAVERS - MISS SOLEIL

Agency task

Develop a (first ever) spring / summer launch campaign for the BIC soleil range of female shavers

Key insight

“Shaving legs is women’s least favourite beauty chore”

Concept

Disrupt the category by using emotional cues and entrenching color, fun and experience as the key reason to use and to choose lets move away from all the functional messaging in the category

Results

  • 33 380 Miss Soleil units sold (in)  - Aug – Oct
  • +27% growth in Value Sales on female promotional SKU’s, Aug – Oct  2018 vs PY
  • 25 000 Samples in the hands of New Users

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